It’s going to be a big year for Martell in Malaysia, as 2024 marks the 130th anniversary of the cognac house’s arrival in the country. It was in 1894 that Martell arrived in the Penang, via the burgeoning global trade routes of the time. It quickly became favoured by the British and among Chinese businessmen.
Today, Malaysia is the second-largest global market for Martell, behind only China. “It’s been a long-lasting story between Martell and Malaysia,” says Arthur Crépy, Brand Growth Acceleration Director at Martell Mumm Perrier-Jouët. “We keep on learning and deepening our connection with consumers. And this kind of event is really a great opportunity for us to push the boundaries.”
The events he refers to are things such as the exclusive, invitation-only dinners that Martell hosts for its most valued clients, but also include touchpoints for the general public such as the Martell 130th Anniversary pop-up that was recently held at Pavilion Bukit Jalil. A celebration of history and innovation, it showcased some of the brand’s archival material through enhanced with AI technology to chart its journey through the years.
It also held one particularly special exhibit: the Les Remarquables de Martell – Edition Laurentine Perilhou. Priced at €1 million— the most expensive cognac ever sold—it is a unique, precious piece of art that extends so much beyond the liquid it contains. A dame-jeanne that has been crafted by the renowned artist Laurentine Perilhou, its exquisite decoration features golden threaded macrame, diamonds and sapphires. It holds some of the house’s finest eaux-de-vie, aged at least 70 years, and all from the Grand Champagne cru. “If you want to elevate Martell and really make it about luxury, it’s not only about cognac, it’s also about pushing boundaries—and wanting to partner with the best craftsmanship in the world,” says Crépy, noting that Perilhou has worked in the past with other highly regarded French brands such as Hermès, Jean Paul Gaultier, and Lanvin. The buyer will also have the opportunity to visit the heart of Martell at Château de Chanteloup, where they will meet cellar master Christophe Valtaud and be treated to a meal by Chef Alexandre Mazzia, whose restaurant in Marseille holds three Michelin stars. “Malaysia is the first market where we are showcasing our dame-jeanne from Laurentine Perilhou,” Crépy adds. “We are super happy to start that road trip here.”
Also on display was Martell x Marcos Kueh Martell Cordon Bleu (RM1,046), which specifically celebrates this 130th anniversary. Limited to 130 bottles, it is a collaboration with the Netherlands-based but Sarawak-born textile artist. The decoration of the box and bottle draws upon various parts of Malaysian heritage, including colonial-era architecture, traditional Sarawakian beading and the modern Kuala Lumpur skyline.
“I have been amazed by how welcome Malaysian people are. It’s a fantastic country for gastronomy, and it’s always a pleasure to share a meal with everyone on the table,” Crépy says. “Events like this really show that we want to continue to bring novelty to Malaysia, not just be happy with our heritage and what we’ve done in the past, but keep pushing to elevate our brand.”
